FAQs

FAQs

What is Brand Capital?

Brand Capital provides funding to growth oriented enterprises for their long term brand building needs. It is an innovative offering from the Times Group, which has the strongest media platforms with national presence. In its 8 years of existence, the business has helped build brand value for over 700 companies. Brand Capital, a division of Bennett, Coleman & Co. Ltd is a part of the Times Group.

What does the name Brand Capital signify?

Brand Capital represents both aspects of the business – the offering of an aggregated media platform to build brands that enables acceleration of business growth as well as capital to facilitate the same.

What does the Brand Capital Logo signify?

The figure racing ahead represents the leading brands that we create while the one chasing closely behind signifies the market competition that we support. In addition to that, both the figures also represent graphs pointing upward, signifying the growth we promise to entrepreneurs at inflection point.

What does the Brand Estate Logo signify?

We look at mountains for our inspiration. While each mountain is taller than the other, The Everest is the tallest of them all. Kind of like our promise.Our promise to create real estate brands larger and stronger than the competition is aptly represented by a towering Everest over other peaks.

What does the Springboard Logo signify?

Giving a visual depiction of the Springboard promise, which is immediate and immense brand growth, the logo is inspired by the ‘fast-forward’ symbol. However, its two arrows point upward symbolizing the fact that we take our investees right to the top, by truncating their natural brand growth process.

How does our Philosophy, Vision and Mission statement tie in with our business focus?

The Brand Capital philosophy: India is a land of entrepreneurs high on innovation, risk taking, and the ability to leverage resources to establish and grow their respective businesses. The business is poised to provide critical leverage for brand-led growth and value creation.
- The vision is that Brand Capital is the growth engine for building brands in India Inc.
- The business mission is to ideate, articulate and establish business growth potential through the 'branding prism' to growth oriented Indian entrepreneurs, both established as well as next-gen and provide funding for incremental brand building needs.

How does it differentiate us from the other players in the industry?

An unmatched depth and width of media platforms from the Times Group with a strong national presence and service outlay, both financial as well as advertising.

What is the core customer value proposition?

The core proposition of Brand Capital is to fund the incremental long term brand building needs of growth oriented enterprises, both established as well as Next Gen; whose businesses are at an inflection point and have the opportunity to scale up.

How do we value-add to investees?

Our business proposition has evolved and has emerged as the first point of leverage for any growth oriented enterprise. We provide leverage, by way of an alternative means of financing an incremental brand building need of business enterprises'. Our structured solutions, both financial as well as brand related are conceptualized keeping in mind the need to build/add enterprise value and fuel growth aspirations.

What do we offer our investees?

Long term brand building solutions coupled with strong service outlay both financial & advertising related. We are the only media house in the country who can boast of a strong presence across all media formats.

What kind of value-added support does Brand Capital offer in terms of advertising and media planning??

How will a deal with Brand Capital help a company in the B2B space or one which does nothave a Brand?

A B2B business has relatively limited investees and therefore the belief is that it does not need to carry out any mass marketing programs including advertising, to increase sales revenue (demand side factors). However, the end customer of the investee is just one of the stakeholders for a B2B company. The brand needs to positively influence multiple stakeholders as is relevant to his business/category. These stakeholders would range from existing and future talent, shareholder community, investor community, policy makers, vendors, financial institutions etc.
The supply side factors which affect the profitability of a company include employee costs, vendors, investors, bankers. A better brand image relates to potentially.
- enhanced employer of choice positioning leading to higher retention, lower recruitment costs and lower salary costs to attract outside employees.
- enhanced image and higher traction amongst suppliers for better terms and higher bargaining power.
- higher investor confidence.
- higher confidence among bankers for better interest on loans.
Overall enterprise value can be significantly enhanced through brand building by B2B companies.
Discover how we have accelerated brand creation and thereby corresponding enterprise value for B2B enterprises:
Eco Reco.
Allied Digital.

What Brand Capital is not, to its customers?

- A mechanism to hike valuation or a form of financial engineering to manipulate stock prices.
- A mechanism to obtain editorial support.

What is the difference between Brand Capital and a private Equity (PE) firm?

A PE investor, funds all aspects of a business's growth needs. The investment of a PE investor results in the company being able to obtain capital to fund its growth needs.
Brand Capital helps build intangible brand value. The business model prioritizes brand value enhancement in an enterprise's journey of value creation.

Is the deal with Brand Capital exclusive? Can a Brand Capital investee compant advetise with other media companies?

An investee company is free to advertise in other media vehicles.

What is the average period of Brand Capital deal?

We realize that brand building takes time and therefore view an investment from a 3-5 year perspective.

What role does the exit team play in Brand Capital Investments?

The Exit team works closely with the investee companies for continuous alignment of company performance vis-à-vis its business plan and proactively works on course corrections, if need be to ensure all round alignment. The team also monitors and evaluates value creation as well as advices on the appropriate time to exit from the investments. It pays focused attention to NPAs if any.
View some of the mutually beneficial financial exits.

Does a Brand Capital deal affect the prospects of advertising agencies?

No. On the contrary, the Brand Capital vision to help create brands & value across categories actually increases the business prospect for advertising agencies. The commission arrangement between the advertiser and the advertising agencies remains unchanged.

Does Brand Capital have an in-house creative agency which can be a part of the deal?

Brand Capital does not have an in-house agency, but can provide inputs and guidance in selecting the right agency for our investee companies. We can also provide an independent point of view on communication strategies (at the discretion of the investee).
View some of the work that we have done for our associates.

What is the editorial policy of Brand Capital with respect to its investees?

The Times Group follows a strict policy of non-interference. There exists a 'Chinese Wall' between Brand Capital and the editorial department. Brand Capital in no manner will or can influence editorial content.
View our entire code of conduct.

Brand Capital is part of Bennett Coleman & Co. Ltd (BCCL) or the Times Group – India's no 1 media conglomerate and leaders in English and regional print media, TV, radio and digital media. The 179 years old Times Group, has cultivated a 360 degree spectrum of media assets and owns and manages The Times of India, Times Now, city-centric Mirrors, The Economic Times, ET Now, Maharashtra Times, Navbharat Times, Vijay Karnataka, Radio Mirchi, Times Music, Times OOH and indiatimes.com, to name a few.